CrossFit’s brand manager admitted he had gone on the “offensive” to push back against the extreme workout regimen’s growing negative reputation.

The company made more than $100 million last year, but the popular workout program has been blamed for injuries – and participants are mocked on social media for constantly talking about their fitness routine.

Jim Letchford, CrossFit’s chief marketing officer, told Digiday that the company had recently participated in an event at Harvard, where other corporate leaders studied their business model.

“But then the Harvard Divinity School was there, and they were really fascinated by us and our community,” Letchford said. “The product that comes out of CrossFit is that you can be the most self-centered or egotistical prick – and once you work out, you’re a lot more selfless. CrossFit is tighter than a religion.”